The Influence of Marketing Promotion Tools on Customer Satisfaction and Repurchase Intention: A Study on TikTok Marketing Platform

Abstract

This study explores the communication effects on TikTok that contribute to consumer satisfaction, mainly focusing on motivational factors and content types of videos. However, there is a lack of research regarding marketing communication objectives on TikTok. Therefore, this research aims to investigate marketing promotion tools that enhance consumer satisfaction and repurchase intention on TikTok. Additionally, it aims to examine the variations in the impact of satisfaction on repurchase intention between samples with online purchasing behavior on e-commerce platforms and those on social commerce platforms. The sample consists of 120 individuals who engage in online purchasing behavior on social commerce or e-commerce platforms and have encountered marketing communication on TikTok. Data was collected through an online survey, and the reliability and validity of the results were tested using statistical methods, specifically GSCA Pro 1.2.1 for structural equation modeling analysis. The findings reveal that both sales promotion tools and salesperson effectiveness tools significantly influence consumer satisfaction and repurchase intention. Furthermore, the study shows that satisfaction has a greater impact on repurchase intention for the sample with purchasing behavior on social commerce platforms compared to the sample with purchasing behavior on e-commerce platforms.